Hoyu was established in 1905 as MIZUNO KANKUDOU, a manufacturer of home medicine. In the 100 years since we marketed our first hair colour product NIWAKARASU in 1909, we have evolved into a manufacturer of hair care products, specializing in hair colour products, and our desire to deliver products which make our customers “look younger, become beautiful, and stay healthy” is still strong after all these years. Our consumer product brands such as “Bigen”, “CIELO”, “Beautylabo”, and our professional-use product brand “PROMASTER”, etc., have all gained popularity with our customers.

In 2005, Hoyu celebrated the 100th anniversary and renewed our corporate logo and slogan. Our new cooperate slogan, COLOUR YOUR HEART, expresses our corporate principle to continue providing products and services which colour our customers not only in appearance, but also create a “rich beauty from the heart”.

Not only in Japan, Hoyu aims to promote a global strategy to create a hair colour market, and to enhance our position in the worldwide market. We will continue to strengthen our product development, productivity and marketing skills to provide customers with safe and high quality products.

Makio Mizuno
President

We strive to maintain a stable and consistent growth by gaining a fair amount of profit as we contribute to society.

We strive to contribute to society by developing products that make people feel young, beautiful and healthy as they lead healthy and culturally rich lives.

Through fair and free competition in our business activities, we take full advantage of our strengths in an uninhibited environment while finding a rewarding sense of satisfaction for our work and treasuring harmony.

Quality, punctuality and safety – made possibly by untivalled technological capability

Hoyu has established complete production systems, featuring two production centers in Japan where all the process like from preparing and weighing raw materials to measuring, mixing, filling, and packaging products is well controlled. This intergreated framework allows the company to maintain a stable supply of products that satisfy even the most stringent of consumer demands. Moreoever, Hoyu is very proud of her stricht quality control scheme based on her own Good Manufacturing Practice standard, as well as ever-evolving quality control technology to ensure that our products are worthy of customers’ trust.

We develop new visions to contribute to the realization of truly affluent living.

In February 2005, Hoyu marked our 100th anniversary of foundation. Why has Hoyu been able to maintain top market share and carry on its business for such a long time? The answer lies in the Company's ability to continue stable growth, its sound management skills, and the high degree of its technological know-how. To keep up with diversifying customers' needs, however, we must further develop our expertise and enhance our sales force.